The North Face logo includes its name, and three arcs that resemble a mountainside. South Butt’s logo has a similar typeface and two upside-down arcs that according to court papers are a “starkly stylized silhouette of a rump.”

In a court filing this week, Winkelmann said his products are protected parody and that it is “patently erroneous” to suggest that consumers will be confused.

He added that even South Butt’s tagline “Never Stop Relaxing” is simply a tongue-in-cheek contrast to North Face’s tagline, “Never Stop Exploring.”